Lars Kollind explains Playson’s business strategy


Playson’s business strategy has been to listen to its customer, and keep expanding its portfolio to offer operators the best value in a partnership. Our Becky Liggero Fontana spoke with the man best equipped to explain that plan, Business Development Manager Lars Kollind.

While developing innovative new games, meant to attract the most customers possible, Playson never forgets to listen to their operators and work on the next iteration. “We always try to look, what we do, we start to look and see my main focus is to constantly speak to the operators to see what works with them, and they give me feedback,” Kollind said. “So if I hear that this works or if you want to decrease the bets and do whatever needs to be done, then we do that. So we constantly have this conversation with operators and that is the key point. If they tell us that this works in Sweden then we create the game that is based on what their feedback coming from.

Attending events like SiGMA has been a huge part of Playson’s success, as it helps them network and establish new deals that can propel them across the continent. Liggero Fontana asked Kollind how they intend to keep succeeding. “The promise is to continue doing that with new signings, and that’s why we attend all these awards,” he said. “Doing huge stands, just building on the wave that we are on right now.”

When they caught up, Playson was just coming off obtaining a new license in Romania. By extending their regulatory safe zone, Playson sets itself up for more partnerships. “When it comes to licenses, we are obviously pushing wherever we can,” he said. “So where there is a license to obtain we are trying to get it, but we are also focusing very hard on certifying all our games. So Portugal for instance, we can’t really get a license but we can do is certify all our games there, and then we can go to the operator and say we are fully compliant in Portugal and now we can go into that market. Then that way we can go into all the different markets.”